Exclusive Q&A with
FOUNDER YASSIN KARIM

What first stirred your love for perfume?

My love for perfume began in my childhood. I remember the scent of my mother’s lipstick, an iris note, that always captivated me.

What sparked the idea to create the brand?

The brand was born as a natural continuation of my family’s history. My father was one of the largest exporters of vanilla, ylang-ylang, and spices, so creating Noème felt like extending this legacy.

What do you feel truly sets the brand apart in the perfume world?

Noème Paris is not just about fragrance; it’s about storytelling. Every creation carries its own narrative, illustrated inside the box, and we use extremely high-quality raw materials. This combination gives the brand its unique identity.

Which part of bringing a new scent to life gives you the most energy?

What energizes me the most is the story behind each fragrance. The narrative always comes first.

Which fragrance notes do you find yourself naturally gravitating toward?

Vanilla is the note I am most drawn to.

Which fragrance from the collection feels closest to your heart, and why?

Vanille de Sambava is the closest to my heart. It’s a tribute to my father, who was a vanilla exporter in Madagascar. It also reminds me of my childhood: growing up surrounded by warehouses filled with vanilla beans.

Is there a detail in the fragrances that people often overlook but you love?

Yes, the illustrations. We put a lot of effort into the artwork inside each box, and many people don’t realize how meaningful those illustrations are.

What inspired the flacon design?

Infinity inspired the design. The most unreachable concept in the universe is infinity, which is why we shaped our cap as an Ouroboros, the ancient Greek symbol of a snake eating its own tail. Interestingly, the idea came to us when we placed a bracelet on top of a bottle and saw the shape appear naturally.

Is there a short message that you would love to leave with perfume lovers who are yet to discover the brand?

One of the most meaningful compliments we’ve ever received came from the purchasing director at Harrods when he first introduced our brand. He told us: “Each of your fragrances is completely different from the others, and none of them reminds us of anything already on the market.” I think that message perfectly captures what makes Noème unique.

Click here to discover everything about the niche perfumes of Noème Paris.